1. Understanding Typography
Design

2. Type classification
All typefaces are divided into different categories, also called races, and each race has a set of distinct characteristics.
A race is a division of type that is based on the physical characteristics of a typeface.
Common races are serif, sans serif, script and novelty.
Other less common races include blackletter and square serif.

3. Serif
Serif typography is distinguished by the curved finishing strokes at the end of each straight line. Serifs are commonly used as body copy in print products because research has shown them to be more legible at smaller sizes. The curved finishing strokes at the edges of serif typefaces are often referred to as feet and flags.

4. Sans Serif
Sans in Latin means “without.” In your mind, think about sans serif as being “without feet and flags.”
Sans serif fonts lack the finishing strokes found in serif typefaces.
Sans serif typefaces are generally used to contrast serif typefaces.

5. Script
Script typefaces imitate handwriting with letters flowing into each other.

6. Novelty
Novelty faces are decorative typefaces which do not fit into any other category. They are generally only used for very specific themes or topics.
Novelty typefaces should be used sparingly because they are often difficult to read or are too trendy.

7. Square Serif
Also known as slab serif, square serifs are a trendier version of the popular serif race. They include large, block-like feet and flags positioned at the end of each straight line.

8. Type alignment
There are four basic text alignment options: aligned left, aligned right, justified (with last line aligned left) or centered.
In newspaper design:
1. News stories are generally justified.
2. Opinion stories, columns and editorials are left aligned.
3. Right alignment is generally only used in display type and captions.
4. Centered type isn’t used all that often, but sometimes is used in feature design or type displays.

9. Type alignment

10. Measurements Inches: Traditional rule of measurement in the U.S.
Picas and points: Traditional rule of measurement in print media design
Picas and points are used in media design because it is easier to write, understand and communicate to others
1 inch = 6 picas
1 pica = 12 points
72 points = 1 inch
Body copy size in print publications is generally 9-10 points size … it all depends on the typeface used

11. Type formatting (typesetting)
Leading: the space between lines of type. Generally, the leading for body copy is 2 points larger than the type size, e.g. 10/12 (type size is listed first, followed by leading size)
Tracking: The overall spacing between all letters and words within a body of text. Again, this can be increased (+) or decreased (-). E.g. Generally body copy is generally tracked between -20 and +20 without harming the readability. Tight tracking would be anything -25 or more. Loose tracking would be +25 or more.
Kerning: the space between two individual letters. E.g. AE … the amount of space between A & E can be increased (+), or decreased (-) to visually even out the space between individual letters in a word.

12. Type formatting
Example: The below type sizes have been increased for on-screen instructional purposes, but the size difference between 9 point font size and 10 point font sizes are proportional.

13. Type formatting
Auto leading is indicated in InDesign when the number is placed in parenthesis, e.g. (12)
Scale: the horizontal and vertical scale of type can be altered to achieve a specific look or design, e.g. 90% horizontal scale would squeeze the type while a 120% vertical scale would stretch it

14. Type formatting
Paragraph indent: Allows you to indent the first letter of each paragraph
General paragraph indents in print media products are between p6 (half a pica) and 1p (one pica)
Whenever there is a number followed by a “p” and then another number, the first number is picas and the second number following the “p” is points
E.g. 6p11 would read – six picas and eleven points

15. Type specifics
X-height: the height (in points) of the lower-case letter x
E.g. Type size is figured by measuring a typeface from the bottom of the descender to the top of the ascender. All typefaces are measured this way.
Baseline: The invisible line which all type rests on
Ascender: ligatures that extend above the x-height, e.g. h, t, l, etc.
Descender: ligatures that extend below the baseline, e.g. j, y, p, etc.

16. Type specifics

17. Type examples
Mixing type races and/or styles can add contrast and visual interest in headlines and display type
Ex. All-caps paired with regular type
Ex. Serif paired with sans serif
Ex. Sans Serif paired with script
Don’t mix more than two typefaces in one display
Readability should be the focus of every design decision
Publications often use a serif typeface for body copy and a sans serif typeface for graphics and captions to add contrast and visual interest

18. Type examples
Check out these examples of how display type is used and/or mixed to add contrast, interest and emphasis.